Breakfast Briefing: McDonald's names new CMO, 120 health groups call for tobacco levy

Introducing Marketing's new morning briefing, a daily shot of news and a recap of the best longer reads and videos. Today we look at McDonald's appointment of a global CMO and comms chief to build a more "progressive burger company", and hoe a consortium of health groups is looking to fund more anti-smoking ad campaigns through a tobacco levy on business.

McDonald's: new CMO to help shape the restaurant group as 'more progressive' and modern
McDonald's: new CMO to help shape the restaurant group as 'more progressive' and modern

McDonald’s appoints new global CMO and comms chief to build ‘more modern’ fast food company

McDonald’s has appointed Silvia Lagnado as executive vice-president, global chief marketing officer and Robert Gibbs as executive vice-president, global chief communications officer.

Both will report to the group’s British chief executive, Steve Easterbrook and are a clear indication of how important marketing is to his vision to "reset" the group.

Easterbrook said Lagnado and Gibbs would help the troubled group "build a more modern, progressive burger company".

The appointments follow his comments made during a webcast last month that McDonald's needed become more digitally engaged with customers and prospective customers and must embrace more sophisticated ways of viewing consumers.

Gibbs joins McDonald’s from consultancy The Incite Agency, which he co-founded in 2013, while Lagnado was most recently CMO of Bacardi.

Source: MarketWatch

Health groups lead call for tobacco levy to fund ad campaigns and stop-smoking clinics

Health campaigners are lobbying for a levy on tobacco companies to help fund anti-smoking and quitting ad campaigns and measures.

Around 120 health groups led by Action on Smoking and Health have come together to argue that an annual levy could pay for more stop-smoking clinics and media campaigns.

While ministers said that they would consider such a measure, the industry accused campaigners of a "dogmatic, un-evidenced" attack, according to the BBC. Currently, over three-quarters of a cost of packet of cigarettes is tax.

Source: BBC

In case you missed it... two longer reads

Diageo's Syl Saller on 'ego-free' leadership and how creativity connects to growth

After winning the Marketing Society Awards leader of the year title last week, Diageo's Syl Saller spoke to Marketing about two key topics for her; leading without an ego and using creativity to drive growth.

Apple Music - is it a case of too little, too late?

After launching its long awaited music service yesterday, Wunderman UK CEO Chris Perry asks if Apple took too long and underdelivered on the service.

If you watch one video today...

Last week marked the second year for Irish cream brand Bailey's sponsorship of the Women's Prize for Fiction. Marketing caught up with Anna MacDonald, marketing manager for Bailey's in Europe, to understand the strategy behind the partnership.

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